Module 1 Workbook

Module 1 Workbook - Module 1 Your Name: _MATTHEW ALONGI_...

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Module 1 Your Name: _MATTHEW ALONGI_ Date: _6/4/07_ QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
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Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, June 8 th for evaluation. Bob Watson 2
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Chapter 1 Advertising as a Process What is Advertising? Advertising is both an art and an institution, depending on how you look at it, and to corporations that sell goods/services, advertising is an essential marketing tool that helps create brand awareness and loyalty and helps stimulate demand. Advertising is defined as… a paid, mass-mediated attempt to persuade. It is a form of communication by a company, It is different from publicity in the sense that it involves a cost for airtime. 3
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An advertisement is… a specific message that someone or some organization has placed to persuade an audience. An example of an advertisement would be a TV commercial or a magazine ad for a good/service, for example, a Coca-Cola commercial paid for by Coca- Cola or it’s sponsors. An advertising campaign is… a series of coordinated advertisements and other promotional efforts to communicate a cohesive/integrated theme. An example of an ad campaign would be a series of advertisements by Coke, each offering the same message and creating the same feel/mood to stick in the minds of consumers. An integrated brand promotion is the use of numerous tools, including advertising to build and maintain brand awareness, identity and preference. When marketing a product, a company will combine the aspects of promotion, websites, special offers, and point-of-purchase displays. When introducing Flavorsplash, Aquafina placed ads in magazines, on TV, had buy-one-get-one sales, posted signs and display cases in grocery stores, and integrated many aspects of marketing into a package called integrated brand promotion. Advertising as a Communications Process A simple model for mass-mediated communication is… A process where people, institutions, and messages interact. It has two major components, which are production and reception. Networks/corporations interact to create advertisements and is then
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Module 1 Workbook - Module 1 Your Name: _MATTHEW ALONGI_...

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